Botswana should ride the wave of sports, entertainment tourism

Sharon Mathala | Monday May 26, 2025 12:05

In a packed auditorium at this year’s Africa Travel Indaba hosted in Durban, the conversation around sports and entertainment tourism sparked debate amongst African countries. The panellists spoke about how music festivals, international tournaments, and cultural showcases have transformed destinations, driven economic growth, and repositioned national brands. South Africa, perhaps the region’s most visible success story, has long capitalised on its reputation as a host for global events from the Rugby, Cricket and soccer world cups to hosting major music festivals, attracting world superstars like Chris Brown, Beyonce to the Cape Town Jazz Festival. The economic benefits noted stretch beyond ticket sales but accommodation, local transport, food services, and long-term branding.

Inspired by the session, turning the lens back home what is Botswana doing to plug into this thriving sector as we prepare to host the world relays next year? Can our nation, which is globally celebrated for its pristine wildlife and rich cultural heritage, tap into sports and entertainment tourism? Acting Botswana Tourism Organisation (BTO) spokesperson Samuel Lephalo was candid in outlining both the potential and current limitations of the proposed ideas. “Sports and entertainment events are key drivers of tourism in Botswana. They attract international visitors and stimulate domestic travel,” he shared.

For BTO, the conversation is not foreign; Lephalo shared that it is on this very basis that they have supported events like the FNB Kazungula Marathon, the Sarona 1000 Kalahari Desert Race, and the Botswana Golden Grand Prix, which drew international athletes. Cultural festivals such as Domboshaba, Xere, and Dithubaruba have also been on the BTO’s radar. “In addition to attracting visitors, these events create significant economic opportunities through ticket sales, tourism-related spending (such as accommodation, food, and transportation), and the global exposure Botswana receives. We strongly believe that fostering a thriving sports and entertainment tourism sector contributes significantly to diversifying our tourism portfolio, particularly by attracting high-value visitors from different markets,” Lephalo stated. While BTO could not respond to Mmegi's question on how much the fixed annual budget was for the initiatives, funds drawn from the Tourism Development Fund (TDF), depending on strategic priorities. This flexible model allows BTO to support both large-scale spectacles and smaller grassroots events. However, Botswana’s sports and entertainment tourism sector remains in its infancy, not only due to a lack of potential but longstanding policy and infrastructure gaps. “Policies must evolve to encourage stronger marketing of Botswana as a destination for events. We also need to promote public-private partnerships and support local, community-driven festivals.” Lephalo responded. Infrastructure, often the unsung hero of successful tourism is another pillar that cannot be ignored. Road connectivity between major cities has eased internal movement, and investments in stadiums and venues are ongoing. But challenges remain, particularly in rural or emerging destinations where basic event infrastructure is still lacking. “Despite these advancements, there are still areas where further investment is needed, especially in more remote areas that could benefit from better connectivity and event infrastructure. BTO continues to work with government and private stakeholders to address these gaps,” the BTO spokesperson shared.

Globally, a vibe economy with experiences, festivals, and lifestyle events, they drive economic traffic and African nations are catching on. Rwanda has launched the Kigali Cultural Village, Ghana draws thousands for its Year of Return events, and Kenya is positioning Nairobi as the creative capital of East Africa. “To further enhance the contribution of sports and entertainment tourism, there is a need for policy changes amongst them Improved Marketing and Promotion. There is a need for stronger marketing policies to promote Botswana as a destination for sports and entertainment events globally. This includes investing in digital marketing platforms and international partnerships,” Lephalo stated, further adding that there is also a need for policies that foster collaboration between the tourism, sports, and entertainment sectors, as well as public-private partnerships that could create a more integrated approach to growing the sector.

Botswana, with its deep well of talent and tradition, has the raw materials to carve its niche. But to do so, it must align policy, infrastructure, funding, and partnerships to turn potential into power. One of the panellists stated, “Tourism is no longer just what people see, it is what people feel. We are confident that with continued investment in both tourism infrastructure and strategic partnerships, Botswana’s sports and entertainment tourism will grow exponentially in the years to come,” Lephalo added.